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Display Budgets Make Room for Online Video

by Rachel Toole  16 May 2011

Online video advertising’s effectiveness is helping it peel dollars away from other areas, and while TV budgets are one source of funding, more advertisers are shifting greater shares of dollars from other display budgets to video, according to research from online video ad network BrightRoll.

More than 85% of the ad agencies surveyed said spending was most commonly shifting from other types of display advertising to online video. Shifting funds from television, by contrast, was less common, at less than 65% of all agencies. And those that were pulling funds from TV budgets were moving smaller shares.

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